Enhancing Green Food Consumption Intentions Among Chinese Generation X: Integrating Environmental Values and Self-Identity into the Theory of Planned Behavior

Round 1

Reviewer 1 Report

Comments and Suggestions for Authors

The article presents the role of environmental values and self-identity in Generation X green food consumption intention in China, it integrates various theories and provides a systematic model to study consumer behavior. It is well structured but could benefit from some methodological and discussion modification.

1. The abstract provides a comprehensive summary of the research, but certain sentences are too complex. For example, “Data analysis validates environmental values drive green food consumption intentions…” (Lines 21-22) should be rephrased for clarity. The conclusion should briefly emphasize the study’s significance and potential applications.
2. Some sentences are very long in the introduction making comprehension difficult in the introduction, further, it lacks a clear research gap. While the significance of the study is apparent, explicitly stating what prior research has overlooked would strengthen the motivation for the study.
3. Line 44:  should be supported with references.
4. Line 68: The statistic that green food accounts for less than 1% of total food sales in China is important but needs a citation for credibility.
5. The theoretical frameworks (TPB, VAB, SIT) are well-explained, but clearer distinctions between them would improve clarity. This can be achieved by summarizing key takeaways from Table 1, Line 173
6. H3 and H15 could benefit from further elaboration; The lack of support for attitudes influencing intentions needs further elaboration in the discussion. The reasoning behind attitudes mediating the relationship between environmental values and consumption intentions could be expanded.
7. Justify the selection criteria for  Beijing and Shanghai , Are the findings generalizable beyond these cities?
8. Line 328: The method for selecting participants at supermarkets and community centers should be further explained. Was there an effort to avoid selection bias?
9. Line 346: Ethical approval is mentioned but should be explicitly referenced with an approval date and number.
10. Line 415: The purchasing behavior of participants is informative but lacks analysis regarding why certain foods are preferred over others.
11. The discussion correctly emphasizes the importance of environmental self-identity, but comparisons with other generational cohorts (e.g., Millennials) would provide additional insights.
12. Lines 621-629: The role of subjective norms needs deeper analysis. How does peer influence interact with self-identity?
13. The conclusion effectively summarizes the study but should briefly discuss potential interventions that could improve green food consumption.
14. Some in-text citations (e.g., Lines 44, and 68) need to be expanded with appropriate references.
15. Figure 5 (structural model) should be more clearly labeled to improve readability.
16. Ensure consistency in formatting and referencing style.

Comments on the Quality of English Language

The level of English is good.

Author Response

I thank the teachers for the various suggestions and please find attached the detailed responses.

Author Response File: Author Response.pdf

Reviewer 2 Report

Comments and Suggestions for Authors

The topic explored in this manuscript holds significant real-world relevance. Green food is not only a commitment to sustainable development but, more importantly, is closely linked to individual physical and mental well-being.

The manuscript is well-structured, with a logical chapter arrangement and a research approach that is appropriately applied. However, before acceptance, the following suggestions are provided for the authors’ consideration:

• Reassess the validity of the research hypotheses. It may not be necessary to propose such a large number of hypotheses, particularly when some of them may be considered common knowledge. That said, we acknowledge that the authors have formulated these hypotheses based on experience and literature review. A careful review of their necessity and justification would be beneficial.
• Incorporate more recent research findings, particularly regarding consumer attitudes in different countries or regions. Since sustainability is a global issue, a broader perspective would enhance the study’s relevance.
• We encourage the authors to further articulate their own perspectives, particularly regarding the practical realization of this study’s vision. While reaffirming existing research findings has its value, it is even more crucial to introduce new insights that could have meaningful practical implications.
• The manuscript would benefit from additional proofreading to improve the clarity, coherence, and overall readability of the English language presentation.

 

 

Author Response

I thank the teachers for the various suggestions and please find attached the detailed responses.

Author Response File: Author Response.pdf